Posted by Elena del Valle on August 16, 2007
Jaime Kalfus, chief insights officer, The Bravo Group
Photo: The Bravo Group
New York, New York — The Bravo Group appointed Jaime Kalfus chief insights officer. In her new role Kalfus will be responsible for overall development of strategic and account planning functions at The Bravo Group.
“Jaime brings fresh thinking to the way that we understand and connect with our consumers,” said Linda De Jesús-Cutler, chief operating officer and president, The Bravo Group. “She will inspire those around her toward the development of powerful ideas and breakthrough creative.”
Most recently, Kalfus was associate director of Brand Planning at Deutsch where she served as the interim leader of the department. In that role, she was responsible for the strategic planning on the agency’s largest client of J&J/McNeil and directed the brand vision on the Olympus new business win. Kalfus also provided mentorship to the eight brand planners in the department, assisting with growth plans for their development.
Prior to Deutsch, Kalfus spent most of her career at Young & Rubicam Brands.
“I believe there is a real opportunity for Bravo, as a pioneer in multicultural marketing, to continue to push thought leadership about the power and uniqueness of different segments of our society,” said Kalfus. “My team and I hope to infuse the entire agency with a spirit of curiosity that will result in innovative solutions to drive our clients’ businesses forward.”
The Bravo Group, a Young & Rubicam Brands company, is an agency with over 27 years serving multi-national companies trying to reach consumers within the U.S. Hispanic marketplace. Established in 1980, The Bravo Group creates marketing programs that include research and strategic planning, advertising, interactive and digital, direct, promotional and event marketing, media planning/buying, branded entertainment and public relations. The company is headquartered in New York.
Hispanic Marketing and Public Relations Understanding and Targeting America’s Largest Minority book
“A must resource for practitioners/professionals expecting to reach US Hispanics; also valuable for college programs in marketing, public relations and communications. Highly recommended.”
Choice magazine
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Posted by Elena del Valle on August 15, 2007
Gabriela Neves, Pat Pulido, Yvonne “Bonnie” Garcia, Coco Corona, Zully Gonzalez, founding members of Latina Agency Alliance
Photo: Latina Agency Alliance
San Antonio, Texas ––Five Latina marketing agency principals recently formed a marketing alliance, the Latina Agency Alliance (LAA), a coast-to-coast network of advertising, marketing and communications services targeting United States Latinos. The alliance members have offices in San Antonio, Los Angeles, San Francisco, Chicago and New York City; an employee base of 75; and access to a pool of 3,000 brand ambassadors.
The concept was spearheaded by Yvonne “Bonnie” Garcia, owner of San Antonio-based Market Vision. The other members of the network of independently owned Latina companies are Coco Corona, president, By Design Multimedia, a Hispanic marketing, special events and production company located in Vallejo, California; Zully Gonzalez, president, LatinSolutions, Inc., Long Beach, California, an event marketing and promotions agency; Gabriela Neves, owner, LatinFactory, Inc., a New York City-based events and experiential marketing company; and Pat Pulido-Sanchez, president and chief executive officer, Pulido Sanchez Communications, LLC in Chicago, a strategic marketing communications agency.
Target Latinos effectively by anticipating changes in the market with
“Hispanic Projections with 2007-08 update” audio recording
Presenter Roger Selbert, Ph.D.
Find out
- About Latino buying power growth in the future
- How Latino market growth compares with other markets in the U.S.
- What drives the rise of Latino economic clout
- Who should target the Latino market
- What is the size of the Hispanic affluent market
- If the luxury Latino market is growing
- About Hispanics who earn more than $100,000 annually
Click here to purchase “Hispanic Projections”
“It’s almost like a comadres network,” said Garcia, who plans to keep the alliance small with only eight members. Part of the alliance is to support each other through joint ventures,” said Gonzalez, when asked about the advantages and challenges of the alliance. “I think first and foremost is respecting the concept of alliance as opposed to partner. The alliance is more of a support group.”The Latina agency owners hope the alliance will expand their business opportunities; provide a forum where they can share capabilities and resources with likeminded agency owners, refer clients, mentor young Latina entrepreneurs; and facilitate collaboration on solutions to business issues the Latina-owned firms faces daily.
“Part of the alliance is to support each other through joint ventures,” said Gonzalez, when asked about the advantages and challenges of the alliance. “I think first and foremost is respecting the concept of alliance as opposed to partner. The alliance is more of a support group.”
The first entrepreneur in her family, Gonzalez, like the other alliance members, has worked closely with Garcia for the last few years. The decision to form the alliance was sudden. It was a “kind of premonition,” Garcia explained during a phone conversation. She contacted her colleagues on a Friday afternoon and by the following Monday they had made the decision.
Find out which Latino markets are booming with
“The Next Step: Secondary Latino Markets” audio recording
Presenter Dora O. Tovar, MPA
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Posted by Elena del Valle on August 14, 2007
14th Annual Ethnic & Multicultural Marketing Omnibus
September – November 2007
November 1 -2, 2007
Chicago, IL
Join a star team of Fortune 1000 clients and trail-blazers in multicultural marketing on the most successful ways of engaging the still growing and booming Multicultural Economy in the United States. One fifth of the nearly $10 Trillion in total U.S. buying power will come from the diverse multicultural segments. Learn how your brands can get a lion’s share of this robust market opportunity at a time when the general market’s buying power has considerably slowed down.
www.almevents.com/m1007
Posted by Elena del Valle on August 14, 2007
A Miami dealer page in Spanish
Click on image to enlarge
Photo: Dealerskins
Nashville, Tennessee – Dealerskins, an automobile web site developer based in Nashville, is introducing Spanish-language websites for dealers wishing to reach to target the fast-growing Spanish dominant Latino market. Although only 1 percent of the websites have content in Spanish, the company plans Spanish content for as much as 7 percent of websites.
The company relied on studies indicating that Hispanics’ online usage exceeds that of the general population including the AOL Latino 2006 Hispanic Cyberstudy. They point to the study’s findings that one third of Latinos visit automotive websites; Hispanic are expected to purchase 25 percent of cars in the next 20 years; and 60 percent of the participants in the study believed the Internet is the best source for auto information.
Discover how to reach Latinos in language today with
“Hispanic Market Translation Issues” audio recording
Presenter Martha E. Galindo
Translation company owner Martha E. Galindo explains
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“The U.S. Hispanic population is the fastest growing segment of Internet users, according to Jupiter Research. This group is currently underserved. Dealerskins wants to help ensure that Spanish language dealership sites are available for car buyers who prefer to visit sites in Spanish,” said Amanda Tossberg, marketing director, Dealerskins.
The Latino oriented Dealerskins websites are expected to allow Spanish speakers to shop for new or used vehicles, obtain financing, make a service appointment, and buy parts or accessories in their native language. Dealerskins hired a company specializing in automotive marketing to Hispanics to assist with the development of Spanish language websites.
Founded in July of 2000, Dealerskins is a division of Dominion Enterprises that provides automotive dealers web solutions. Dominion Enterprises, headquartered in Norfolk, Virginia is a media and information services company serving employment, real estate, automotive, recreation and industrial markets in the United States. The company has 6,600 employees nationwide and 2006 annual revenue of over $850 million.
Posted by Elena del Valle on August 13, 2007
Geoscape Multicultural Market Intelligence Summit 2007
October 26-27, 2007
Miami, Florida
Geoscape Multicultural Market Intelligence Summit 2007
Posted by Elena del Valle on August 13, 2007
Jose Reyes, partner and creative director, Turbulence Advertising
A podcast interview with Jose Reyes, partner and creative director, Turbulence Advertising is available in the Podcast Section of Hispanic Marketing & Public Relations, HispanicMPR.com. During the podcast, he discusses advertising to Hispanic markets with Elena del Valle, host of the HispanicMPR.com podcast.
During his tenure at Turbulence Advertising the firm has won more than 40 awards. The company has billings of $10 million and clients like Benihana, The Sunpost, Humana healthcare, and The Collection.
Prior to working at Turbulence Advertising, he worked as group creative director of Hispanic markets at Zubi Advertising for five years. Some of his past clients include Ford Motor Company & Lincoln/Mercury, American Airlines, the Florida Lottery, SCJohnson, GE, and Starburst, Skittles and TWIX masterfood brands.
“Emotional Branding: How to capture the heart and mind of the Hispanic consumer” audio recording
“Emotional Branding” was recorded January 2007 during the Strategic Research Institute 13th Annual Blockbuster Marketing to U.S. Hispanic and Latin America conference in Miami, Florida. Receive a free downloadable copy by completing our Visitor Survey.
Click here to receive a free copy of Emotional Branding
In 2003, he won a Gold Advertising Age and Association of Hispanic Advertising Agencies Hispanic Creative Award; and he was an OJO de Iberoamerica finalist for an American Airlines ad campaign. In 2004, he was Festival Iberoamericano de la Publicidad finalist for Spanish language advertising in the U.S. Jose has received 25 Gold Addys, 35 Miami Addys, and two national Silver Addys.
He also received the 2004 Best of Show TV, Interactive and Print Addy in Miami. He received 14 Davey awards for general market ads in 2005. Prior to his work in advertising, he co-owned and managed an independent art gallery for seven years. He has been an instructor at The Miami Ad School for five years.
To listen to the interview, scroll down until you see the “Podcast” on the right hand side, then select “HMPR Jose Reyes” click on the play button below or download it to your iPod or MP3 player to listen on the go, in your car or at home. To download it, click on the arrow of the recording you wish to copy and save to disk. The podcast will remain listed in the August 2007 section of the podcast.
Click the button to hear the podcast:
Posted by Elena del Valle on August 12, 2007
PRSA 2007 International Conference
October 20 – 23, 2007
Philadelphia, PA
Life, liberty and the pursuit of exceptional public relations
It’s the public relations event of the year. Learn new strategies and tactics — including ways to capitalize on new media and technologies — from more than 200 experts while sharing insights with thousands of your industry peers October 20-23 at the PRSA 2007 International Conference, PR Evolution: Innovation. Collaboration. Influence.
Join us in Philadelphia for keynotes with acclaimed actress and humanitarian activist Mia Farrow, leading political strategist Donna Brazile, “Meet the Press” moderator Tim Russert and others.
Session Highlights
Insights into Effective Multicultural Marketing Campaigns * Understanding and Influencing the New Influencers * The New Landscape: The Evolution of Hispanic Media & Measurement * Campaigning on YouTube and in Second Life * Leveraging Multicultural Communities in a Public Relations Campaign * Communications that Connect: Innovative Uses of Technology to Reach a Global Internal Audience * Video Blogging to Build Brand Reputation * Cross Border Communications: Practicing Public Relations in a North American Marketplace * Think the Press Release is Dead? Think Again *Strange Bedfellows: How Environment and Development Issues Bring Companies, Activists, Communities and Other Interests Together and more!
Why wait? Register today and save $200! Register online at www.prsa.org/conf2007
Posted by Elena del Valle on August 11, 2007
Hispanic Digital and Print Media Conference
October 11, 2007
New York, New York
http://www.latinvision.com/portada/
Posted by Elena del Valle on August 10, 2007
The DeLeon family in “Illegal Tender”
Photo: New Deal Productions
New Deal Productions will release a new film, shot in New York and Puerto Rico in only 28 days, about a young Latino man and his mother who flee from their home when the gang thugs who killed his father come looking for him, August 24, 2007. Cast members include Rick Gonzalez, Wanda De Jesus, Dania Ramirez, Tego Calderon, Manny Perez, and Gary Perez. The action drama was written by Franc Reyes (“Empire”) and produced by Reyes and John Singleton (“Four Brothers,” “Hustle & Flow”).
Wilson De Leon, Jr. (Rick Gonzalez) a university student, and his mother Millie DeLeon (Wanda De Jesus) must face ghosts from the past, the men who killed the family patriarch. The R rated movie is two and a half hours long.
“I respect Franc. as a filmmaker,” said Singleton, who after seeing “Empire,” thought the two might one day collaborate. “I asked him what he was working on, and he told me about this story he had in his head. I loved the idea because it was about a mother and son, and I’m always trying to explore human connections in my films.”
“Latino Family Dynamics” audio recording
Brenda Hurley and Liria Barbosa
Discuss
Latino purchasing habits and products they favor
Latino family characteristics
Latinos and extended families
Division of duties, responsibilities within the family
Who is the decision maker in the Latino family
Who is the information provider in the Latino family
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The challenge for Reyes was Singleton’s request to write and complete his screenplay in three weeks during the Christmas holiday. “I was writing five, six, seven hours a day,” said Reyes. He started writing December 27 and finished on January 17. “When I took it to John, he said, ‘Let’s do it!’ I couldn’t believe it. I said, ‘This is crazy, ’cause who does that? Nobody does what John did.”
Millie, described as a modern day heroine, is an educated upper-class widow, raising her college honors and elementary school student sons alone. She has made a comfortable new life by investing the fortune made by her husband, a drug dealer, 20 years earlier.
After a past acquaintance spots Millie she decides to relocate her family to avoid the killers coming after her family. This time, Wilson, her oldest son, decides to stay against his mother’s wishes. He survives an attack by the assassins determined to protect his family at all costs.
“Illegal Tender” includes music from Latin Hip Hop artist Tego Calderón. A native of Puerto Rico, Calderón gained recognition in the Latin music world in 2002 with the underground release of a remix collection entitled “El Abayarde.” In his music, he mixes rhythmic styles from the Caribbean, Latin and American hip-hop with salsa, dance hall, bomba, rumba and blues.
Posted by Elena del Valle on August 9, 2007
Marc Mauer, executive director, The Sentencing Project
Photo: The Sentencing Project
According to a new report by The Sentencing Project, Hispanics are incarcerated twice as often as non Hispanic whites. The report, Uneven Justice: State Rates of Incarceration by Race and Ethnicity, examines the racial and ethnic dynamics of incarceration in the U.S., and identifies widespread variations in racial disparity in the 50 states. It indicates African Americans are incarcerated at almost six times the rate of whites and Hispanics at nearly double the rate of whites.
“What we’ve seen over the last decade is significant increase in the Hispanic population that’s incarcerated,” said Marc Mauer, executive director of The Sentencing Project. “This could reflect changes in crime rates by state or could reflect the way the government processes people.”
While men represent 97 percent of the general inmate population, among Latinos men represent 95 percent. At the same time, while Latinos correspond to 13 percent of the United States population, 20 percent of individuals incarcerated in state prisons, excluding non criminal immigration detainees, are Hispanic. The Latino population is generally young, especially when compared with America’s aging mainstream population. This may cause Hispanics to be represented in higher numbers among inmates.
“My guess is that is part of the explanation but it doesn’t account for all the increase,” said Mauer. “Racial disparities in incarceration reflect a failure of social and economic interventions to address crime effectively and also indicate racial bias in the justice system. The broad variation in the use of incarceration nationally suggests that policy decisions can play a key role in determining the size and composition of the prison population.”
Target Latinos effectively by anticipating changes in the market with
“Hispanic Projections – with 2007- 08 update” audio recording
Presenter Roger Selbert, Ph.D.
Find out
- About Latino buying power growth in the future
- How Latino market growth compares with other markets in the U.S.
- What drives the rise of Latino economic clout
- Who should target the Latino market
- What is the size of the Hispanic affluent market
- If the luxury Latino market is growing
- About Hispanics who earn more than $100,000 annually
Click here to purchase “Hispanic Projections”
African Americans (24 percent) and Hispanics (23 percent) are well represented among inmates charged with drug crimes while non Hispanic whites only make up 14 percent of those inmates. Mauer explained these inmates are usually minor players who use and sell drugs but are seldom the decision making kingpins. As part of the analysis, researchers integrated the findings of previous studies. They included jail populations in the general incarceration rate and assessed the impact of incarceration on the Hispanic community, a group that represents an increasing portion of prisoners.
The state figures for Hispanic incarceration also reveal broad variation nationally. Three states, Connecticut, Massachusetts, and Pennsylvania, have a Hispanic-to-white ratio of incarceration more than three times the national average. Research from the Department of Justice projects that if current trends continue; one in three black males and one in six Hispanic males born today will go to prison.
Incarceration rates for women, though lower, display similar racial and ethnic disparities. Following the report The Sentencing Project recommended that: legislators revise domestic drug control strategies which penalize a disproportionate number of low level offenders; revisit mandatory minimum sentencing requirements; establish standards for indigent defense to allow individuals with limited resources to receive quality representation; and require that future prison legislation include a Racial Impact Statement to anticipate projected consequences for persons of color.
Founded in 1986, The Sentencing Project is a national non profit organization working for a fair and effective criminal justice system by promoting reforms in sentencing law and practice, and alternatives to incarceration.
